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Brandwatch: Monkee Cru

Denim brand Monkee Genes swings upmarket with a new capsule offer, says Graeme Moran.


Wholesale prices £27 to £35
Contact 07973 184471

Launched in 2006, British denim brand Monkee Genes’ combination of great fits, eye-popping colour options, competitive wholesale prices and ethical stance on manufacturing in Indonesia and Turkey has proven to be quite the recipe for success, with more than 400 stockists worldwide, including 200 in the UK.

Now, founder and designer Phil Wildbore has launched capsule range Monkee Cru for spring 14, moving in a more mature, premium direction.

The debut offer includes two fits: the Classic Cru, which is a tailored slim fit in organic selvedge denim for men, and the unisex Skinny Cru, a skinny fit with a mid-rise in stretch selvedge denim. Both styles are available in 10 washes, creating what Wildbore calls a “very classic and multi-seasonal collection that will carry retailers through the year”.

Wholesale prices range from £27 for the Skinny Cru in red denim, to £35 for the Classic Cru in blue nile denim - slightly higher than the core Monkee Genes offer, which is priced from £18 to £26.50.

“With Monkee Cru we have added in all the extras and thought about every rivet,” says Wildbore. “The branding is completely different and offers something a lot subtler, more mature, but still has the quirky detailing of Monkee Genes.”

The original Monkee Genes collection was awarded the Global Organic Textile Standard (GOTS) and a Soil Association certification, which looks at organic standards and working conditions from cotton production through to who created each button. Wildbore says the Cru range will follow suit. “In the case of Monkee Cru, I designed first then worked on how to make the garment ethical,” he explains. “The main ingredients of the Cru collection will be organic and we are working closely with the new Turkish manufacturer to help them become GOTS and Soil Association certified.”

Thought-through denim in every sense.

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